Marketing Missiles v1.4

So we won’t concentrate on what we do or how we do it. We will concentrate on WHY. The starting point here to me is that we will focus on the fact that we are in business to reduce the owning and operating costs of capital equipment for the equipment owner and operator.  We are in business – WHY – to provide the lowest operating cost machine which translates into the highest value proposition for the customer.

In the context of Service-Dominant marketing this means that we should have a complete, current and accurate machine ownership list. This also would be helpful if we had electronic control units on each machine to track equipment and component operating conditions – things such as clogged air filters or overheated engines. This will allow us to assist the customer in their equipment management – after all that is what we are supposed to be good at isn‘t it? The time is now.